Abstract
Sex is ubiquitous in advertising, yet little research has explored the effect of exposure to sexual imagery on preferences. Although sex and romance tend to go together in real-world relationships, the authors find that exposure to sex-based ads decreases preference for romantically linked products and services in men. Furthermore, the authors find that the effect is one directional, such that exposure to romantic imagery in ads does not decrease men's preference for sex-related products. Finally, the authors find that exposure to sex-based ads does not lead to a decreased preference for romantically linked products in women. The authors explain this pattern of results through the relatively opportunistic nature of the sex drive in men. They close with a discussion about implications for theories of fundamental motives and for the effect of sex-based advertisements on dating and relationships.
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